Understanding What the “Cool Kids” Want
As described in “Who is the Gen Y Hipster?” by Carol Phillips,
there are three categories that make a brand “cool” and attractive to Millennials.
1. A grounded/nostalgic brand from the past. For example, Converse’s Chuck Taylor shoes.
2. A brand that represents change and is headed for the future. For example, Apple’s products.
3. A brand that appeals to Millennials – “inner nerd.” This brand engagement offers a more authentic interaction as opposed to a rigid, corporate interaction. Millennials respect brands that can relate to their dorky side. Trader Joe’s has won the attention of Millennials by doing things their own way and by being quirky. At the retail level, Trader Joe’s employees wear tacky Hawaiian shirts and interact with customers on a relatable level. They also publish a newsletter called the “Fearless Flyer,” which is a sort of newsletter, catalogue and comic book all in one, providing customers interesting information about products while incorporating witty tidbits and retro cartoons, making the newsletter engaging for Millennials.
In order to reach the “cool” kids, marketers must relate to their authentic demeanor. Today, the cool kids are more about being authentic as opposed to unconventional. Focus groups have defined Gen Y as “doers” the ones who are fixing, leading, changing, advocating, entrepreneuring and making a difference in the world. Reaching them effectively requires entirely new approaches on the part of marketers, a combination of smart brand positioning that appeals to Millennials’ unique sensibilities, and a form of engagement that appeals to their sense of social responsibility.
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